VP of Insights & Engagement
Company: Consumer Products, Portland, OR
Posted on: March 18, 2019
The VP of Insights & Engagement is a senior member of the OLK leadership team reporting to the General Manager, Outdoor Lifestyle & Kids (OLK). COMPANY is formally shifting our approach to how we go to market and interact with today’s consumers. COMPANY’s key focus will be on building meaningful and authentic relationships with consumers and wholesale partners that build trust, mutual understanding and loyalty over time. This individual is responsible for leading this global transformation utilizing a COMPANY team of “insighters”, “engagers” and “creators” By working cross-functionally with product, merchandising, and sales the VP of Insights and Engagement (I&E) will lead the central development of plans and assets for the global seasonal go-to-market engagement initiatives that align with the OLK strategies, priorities, budget, and calendar. In addition, the VP of I&E leads the regional engagement heads (formally marketing) in each region to ensure a consistent and powerful brand story and authentic engagement with our targeted consumer and wholesale partners around the world. This position also ensures that the business units have the brand engagement support needed to drive growth across relevant geographies and distribution channels. Success will be measured by the flawless execution and adoption of seasonal GTM plans - that result in rapidly increased brand awareness and loyalty, elevated net promoter scores, and insight acumen. As a values-led, family business, COMPANY is in a unique position to connect to our current and future fans in a different way. The VP will bring a strong strategic vision for COMPANY that not only protects the unique heritage of the brand, but creates a clear differentiation vs other brands. KEY RESPONSIBILITIES: Develop and implement an integrated global engagement strategy with tactics to drive brand awareness, enhance brand loyalty and engagement, and increase revenue across all channels - wholesale, owned retail, and Companyfootwear.com. Ensure seamless alignment with international engagement teams to deliver a consistent view of the brand, while leveraging regional insights and opportunities. Direct the insights team to gather, analyze and summarize outside and inside research data and input on economic trends, buying habits, and demographic and psychographic characteristics of consumers, their tastes and preferences for our products and those of competitors. Collect data and input from Companyfootwear.com, COMPANY retail, pure play eCommerce partners and players, and key accounts regarding fan and wholesale partner opinions and response to strategies and tactics. Publish regular insights reports to be used by executive leadership, business unit directors, product designers, sales, eCommerce teams, and engagement teams as guidance for their work. Working with COMPANY’s Senior Creative Director, leverage, encourage and enable both in-house and external creative teams to consistently create and produce industry changing ideas, concepts and assets that are commercially viable and engage our fans in more meaningful ways. Drive innovative approaches to events and engagement experiences to increase brand awareness, trial and preference. Align with Sales, Regions, eCommerce, Retail, and Business Units to develop and execute Go–To-Market (GTM) strategies, proactively defining opportunities to achieve brand, retail, eCommerce, and product sales objectives. Ensure timely, consistent, brand-appropriate assets for all channels that drive both sell-in and sell-through. Direct all engagement functions including public relations, social, coop, media, insights and research, digital engagement, events, retail, ambassadors, operations and brand creative. Build, lead, manage, support and develop team. Oversee the selection and negotiation of outside resources as needed. Establish and manage multi-million dollar annual budget. Maintain a specific cost to sales ratio and ensure projects are brought in within approved budgets. Provide support to the President for internal engagement including regular communications to employees regarding the brand’s positioning, priorities, and vision. QUALIFICATIONS: Demonstrated strong leadership capability including ability to manage, lead and inspire a team of marketing/engagement and creative professionals. Bachelor's degree plus 15 or more years of success in consumer brand marketing roles with relevant and proven skills in transitioning companies to consumer-first, digitally focused, insights driven organization and culture. Experience with values-based companies and entrepreneurial environments. Proven success with brands known for high engagement strategies and tactics. Experience with rapidly growing eCommerce and omnichannel models, including Amazon. Proven experience developing consumer engagement plans and managing budgets. Prior knowledge and experience on building and managing superior in-house creative in conjunction with outside creative resources. 5+ years of digital, social media, mobile, and alternative marketing experiences. Skilled communicator, both written and verbal, working across all levels of the organization. Ability to travel internationally to COMPANY regional offices and activities. A passion for the outdoors. A team builder with bottom-line results orientation.
Keywords: Consumer Products, Portland, OR, Portland , VP of Insights & Engagement, Executive , Portland, Oregon
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